Portnoy Media Lab

By Dan PortnoyTV & Film Business Entrepreneurship Arts Performing Arts

Portnoy Media Lab episodes

June 18 Most Consultants Walk In With Answers. I Walked In With Questions | Behind the Scenes, Ep 3
Before I touched a campaign, I ran them through the first two lenses of a framework I built called Core4: what do they actually have, and who actually donates to them. This is the real footage of what I found.

Episode 3 of a behind-the-scenes series on the whole campaign.

Learn more about Alabaster:

https://www.alabasterinternational.org/groundbreakers
Instagram - / alabaster_international
YouTube - / @alabasterinternational

Work with me: http://portnoymedia.com/work-with-dan
www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com

9 min
June 11 Clean Water Gets Funded. This Doesn't. | Behind the Scenes, Episode 2
This is Episode 2 of a behind-the-scenes series on raising $200,000 in 90 days for Alabaster. The honest stuff: what's hard, what's working, what's at stake.
Learn more about Alabaster: https://www.alabasterinternational.org/groundbreakers
Instagram - https://www.instagram.com/alabaster_international/
YouTube - https://www.youtube.com/@AlabasterInternational

#nonprofit #fundraising #socialimpact
www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com

7 min
June 10 Can We Raise $200,000 in 90 Days? | Ep. 1I Asked Too Many Questions at Church
I knew Shannon and Ash from church. I had no idea they were quietly running world-class work in South Sudan, schools, kids, in one of the hardest places on earth to do any of it. Legit, and badly underfunded.

So they hired me. We have until August 1 to raise $200,000, and hitting it unlocks grant money that changes what they can do. This is Episode 1 of a behind-the-scenes series on the whole campaign. The wins, the misses, all of it.

Subscribe to follow along and see if I can pull this off.
Learn more about Alabaster: https://www.alabasterinternational.org

Instagram - https://www.instagram.com/alabaster_international/
YouTube - https://www.youtube.com/@alabasterinternational
#nonprofit #fundraising #socialimpact
www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com

6 min
April 12The Trade You Keep Forgetting to Make
What This Episode Covers
The hidden reason nonprofit content underperforms
Why “Sorry it’s been a while…” is a trust killer
The inbox is a value exchange, not a favor
Why most organizations send updates instead of insights
Key Concept: The Expertise Gap
The gap between:
What your organization knows deeply

What you’re actually sharing publicly

Most teams protect their expertise rather than use it.
The Core Problem
Infrequent emails → audience forgets you
Low-value emails → audience ignores you
Result: you lose the trade every time

3 Ways to Close the Gap
1. Teach your process (not just outcomes)
Don’t just report results
Show how the work actually happens

2. Say the uncomfortable truths
Every sector has things “everyone knows but doesn’t say.”
Saying them builds trust fast

3. Share what you’re learning
Wins are boring
Growth is compelling

3 Questions to Fix Your Content
What do outsiders consistently get wrong about our work?
What decisions would surprise people if they saw inside?
What have we failed at recently—and what did we learn?
The Big Shift
Stop:
Reporting

Asking

Playing it safe

Start:
Teaching

Sharing insight

Earning attention

www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
9 min
April 12Clever Is Killing Your Marketing
What This Episode Covers
The “paint job vs engine” framework
Why polished content often fails
How AI is making shallow content easier (and worse)
The difference between clever and clear

The Core Problem: The Paint Job Trap
Content that sounds smart but says nothing
Strong visuals, weak thinking
Packaging without substance

Why This Happens
Early marketers chase cleverness
Pressure to produce → skip thinking
AI makes it easy to generate finished-looking content instantly

The AI Problem (and Opportunity)
AI = fast, efficient, scalable
But:
Lacks lived experience

Doesn’t understand your audience deeply

Produces “committee content.”
Result:
Technically correct

Emotionally flat

Completely forgettable

The Shift: Clever vs Clear
Clever:
Sounds impressive

Performs intelligence

Gets attention (briefly)
Clear:
Names a real problem

Feels specific

Builds trust

Example (From the Episode)
Weak:
“We help nonprofits grow.”
Strong:
“Most nonprofits aren’t broken—they’re overwhelmed by bad advice and systems that don’t fit their world.”
Clarity wins because it proves understanding.

The Test (Use This Before You Publish)
Ask: If I stripped away design, tone, and style… is the idea still valuable?
If not → you don’t have an engine.

Key Takeaway
You don’t need better content.
You need better thinking.
www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
11 min
February 27Story is the Strategy
Story isn't something you add at the end of your marketing process. It's the structure that makes your message work in the first place.
In Episode 4, Dan Portnoy breaks down what story actually is at its most fundamental level — not long-form content, not guilt-trip videos with soft music — but a three-part structure that your audience's brain is already wired to follow: Want → Obstacle → Change.
In this episode you'll learn:
Why most marketing fails (it's skipping one of the three story elements)

How your brain processes narrative differently than information — and why that matters for every campaign you run

The difference between alignment (your North Star) and amplification (your story) — and why you need both

The three-question test you can run on any post, pitch, email, or campaign to find out if it's actually ready

Why nonprofits especially need to understand the exchange happening in every donor relationship
If you can answer all three questions clearly, you have the architecture for a story. If you can't, the piece isn't done yet.
The Three-Question Test:
What does my audience want? (Not what you want to tell them)

What's in the way? (The real obstacle — fear, confusion, bad past experience)

What changes if they engage with you? (A shift, not a feature list)
Resources mentioned:
Story frameworks on the Portnoy Media Lab YouTube channel

The Nonprofit Narrative by Dan Portnoy

Questions or stuck? Email Dan: [email protected]

www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
16 min
February 12 Before You Post Anything, Answer This Question
In today's fast-paced business environment, defining success is crucial for any marketing strategy to yield the desired results. Many teams focus on developing a growth strategy that emphasizes marketing tactics and ROI, but often overlook a critical question that can make or break their marketing planning efforts. To achieve compounding growth and sustainable marketing, it's essential to have a clear marketing framework that guides your team's marketing focus and helps you avoid common marketing mistakes. By understanding what defines success for your business and establishing a well-structured marketing framework, you can create a strategic marketing approach that drives business growth and ensures a strong marketing ROI. In this video, we'll explore the often-missed question that can transform your marketing goals and help you develop a more effective marketing strategy. www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
12 min
February 04 Most Marketing Advice Is Noise
Key Ideas
Most marketing advice conflicts because it’s designed to sell products, not solve your problem
Strategy defines the goal; tactics support it—not the other way around
Algorithms change constantly; your story is the only stable asset
There are no shortcuts—momentum comes from sustained effort
Constantly switching tactics creates opportunity cost, morale loss, and confusion

Practical Takeaways
Define a clear outcome before choosing platforms or tactics
Commit to one direction for at least 90 days (six months is better)
Treat your brand as the mentor, not the hero
Focus on relationship-building, not follower counts
Consistency beats cleverness

Referenced Resources
Storytelling training (linked in-video)
Fix Your Funnel Fast – Leak Funnel Tool ($17)
Available at: https://portnoymedia.com/resources

www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com

20 min
January 28The Trap That’s Killing Your Team’s Creativity
Episode Notes:
This is Episode 1 of the Portnoy Media Lab Podcast

New episodes explore clarity, systems, and creative work that actually moves the needle

Resources and tools mentioned are available at danportnoy.com/resources

Blog posts publish Tuesdays; personal reflections on Substack publish Thursdays

www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
27 min
January 22 Trailer — Portnoy Media Lab Podcast
The Portnoy Media Lab Podcast is for makers and marketers trying to turn real creative work into communication that actually connects.
Hosted by writer, filmmaker, and creative strategist Dan Portnoy, the show features honest conversations with writers, filmmakers, designers, producers, and creative leaders—along with occasional solo episodes unpacking the communication and strategy problems that keep teams stuck.
No hype. No busywork.
Just field-tested thinking for people chasing meaning and impact.
New episodes every Wednesday. www.danportnoy.substack.com
www.PortnoyMedia.com/Blog
www.DanPortnoy.com
2 min

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Hosted by writer, filmmaker, and creative strategist Dan Portnoy, Portnoy Media Lab is a podcast for makers and marketers trying to turn real creative work into communication that actually connects.

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